• 13 Feb

    Insider Journeys

    Guiding customers to a new destination online

    When Travel Indochina decided to rebrand to Insider Journeys to align the brand and website to their expanded destination set, they asked us to help maintain their website traffic and restructure their accounts, and we exceeded their expectations.

    The Challenge

    Insider Journeys, who were rebranding from Travel Indochina, needed help to ensure that their paid media accounts were best placed to cover the new destinations they were offering.

    The paid media team were also tasked with maintaining website traffic during the rebrand in anticipation for fluxes in organic traffic during the migration. Another challenge was that this rebrand not only applied to the UK account, but the USA and Australian accounts too.

    It was understood that rebranding carried a number of risks due to potential drops in organic traffic and PPC account quality scores, so these were considerations that our team had to take into account.

    The Solution

    With the use of the powerful Google AdWords Editor, we were able to update all final URLs account-wide, apply new campaigns and accompanying creatives to reflect the new destinations, implement a mobile strategy, and also set A/B tests across the entire account from ads to extensions.

    As we were working on three accounts in three different time-zones, we had to carefully review all Analytics data independently to ensure that the bid strategies and ad schedules that we implemented were optimised for the local destination.

    Not only this, but we had to ensure that all currencies were localised as well as the terminology used. From experience, we knew that terminology differs greatly country by country.

    The Results

    After restructuring the account to better target the right audiences, it led to 3.52% less relevant impressions, with an interaction rate increase of 4.87%. Thanks to the introduction of a mobile strategy, enquiries raised by 14.71% and the newsletter subscription by 34.78% which allowed Insider Journeys to increase their lead rate.

    By targeting the right audiences, the bounce rate decreased by 7.91% and the average time and page depth increased due to the more qualified traffic on the Insider Journeys website.

    In both organic and paid search, White.net have pushed and supported us to exceed best practice and craft more effective acquisition campaigns. Consulting on our North America, Australia and United Kingdom AdWords accounts White have significantly increased the granularity of our AdGroup campaigns and assisted us with new product adoption.

    Insider Journeys

    By White.net
  • 13 Jan
    Miele

    Miele

    Cooking up a storm with food bloggers

    We used one of Miele’s offline assets, cooking classes run at their Oxfordshire and London showrooms, as the basis for a successful outreach campaign with bloggers and local press. The positive response evolved into a small series of blogger events. Connecting Miele with influencers increased brand and product awareness – both of the classes and Miele’s appliances – earning coverage across domains with a relevant audience.

    The Challenge

    As part of our wider SEO campaign brief to help establish and increase organic traffic to Miele’s UK e-commerce website, one of our goals was to increase brand awareness of Miele’s appliances. Additionally, we need to boost the company’s online authority by generating links and brand mentions on thematically relevant sites.

    Due to the prohibitive cost of Miele’s products, we had to find alternative ways to connect those with influence amongst Miele’s audience with the brand. We also had to work with a limited budget and without original research to the website, making it difficult to stand out amongst an increasingly crowded market.

    Our Solution

    The existing cooking classes held at Miele’s showrooms are perfect, an affordable avenue to introduce food bloggers to the brand. With the cost of courses ranging from £30 to £125, they are also budget friendly. Our digital PR team worked with the internal PR team at Miele – who conduct larger scale press events – by instead targeting influential and up-and-coming bloggers.

    We started by researching and segmenting bloggers by interest & location. Then we used Twitter to engage with the food blogger community through hosting a #fdbloggers chat. We dealt with special requests, directions, public transport schedules, follow-up recipes and more. As more bloggers wrote about their experiences, we had others approaching us to take part. We reached a point where we could hold invitee-only blogger classes with bespoke agendas.

    The Results

    The campaign led to 30 different blogs and websites with an audience interested in food and kitchen equipment linking through to Miele’s UK website, alongside brand mentions in others. This offered a boost to the site’s authority within the wider SEO campaign, plus a 510% increase in traffic to the cooking course homepage.

    Thanks to our highly-targeted and innovative offer, we achieved a tremendous 84% response rate from those that we contacted. Opportunities included those writing on a gluten-free lifestyle, local press coverage and a blogger who had enrolled on a patisserie course at a local college only to have it cancelled. Importantly, the campaign also engaged writers for our target audience with the Miele brand, potentially leading to future mentions. It also gave wider exposure to the cooking classes themselves and delivered social media attention that had been hard to earn previously.

    By White.net